Titlebook: Dealing with Socially Responsible Consumers; Studies in Marketing Jishnu Bhattacharyya Book 2022 The Editor(s) (if applicable) and The Auth

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ches such as social marketing, sustainability marketing.Is mThis book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable. This book explores the practi

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Introduction: Marketing Organizations Teaming up with Socially Responsible Consumers for a Better WoThis book is a follow-up of earlier work edited by Jishnu Bhattacharyya and his colleagues on socially responsible marketing and consumers. The movie industry would call it a sequel, e.g., The Matrix Reloaded.

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Futoshi Matsumoto,Mika Fukunishi collective ownership toward the larger canvas in terms of environment, society and its well-being are realized by the empowered consumers today resulting in a drive toward collaborative consumption (CC). This shift is fueled further by technology and its influence on the digital consumers. In this